E-Commerce Website Optimization: Why 95% of Your Website Visitors Don't Buy, and What You Can Do About it

di Dan Croxen-John (Autore)

Johann van Tonder (Autore)

Kogan Page Ltd, 2020

Conversion rate optimization (CRO) is about understanding people and behaviour, not simply website visits. This book is an all-encompassing guide to the how, the why and the tools and techniques. Grounded in best-practice theory and research, E-commerce Website Optimization brings together usability, analytics and persuasion to offer a detailed, step-by-step guide to increasing the percentage of visitors who buy from your site and subsequently the amount that these visitors spend when they do. In a complex and evolving field, it will help you improve conversion rates, increase ROI from online marketing campaigns, generate higher levels of repeat business and increase the e-commerce value of websites. In the fast-moving world of e-commerce, this fully revised second edition includes updates on test metrics, prioritization and personalization, alongside updated case studies and newly recommended tools. E-commerce Website Optimization is an invaluable book for those seeking to implement a data-driven ethos for their organization's e-commerce programme, for everyone from chief digital officers and heads of online sales, to entrepreneurs and small business owners.

• Autore: Dan Croxen-John, Johann van Tonder
• Editore: Kogan Page Ltd
• Anno: 2020
• Rilegatura: Hardback
• Pagine: 272 p.
• Dimensioni: 240 x 164 mm
• Peso: 660 gr.
• EAN: 9781789664454

Testo in English